An Iceland supermarket has opened at HMP Oakwood near Wolverhampton, becoming the UK's first in-prison supermarket in a pioneering rehabilitation initiative.

The store, which opened last month, forms part of a new "marketplace" inside the Category C prison, designed to help inmates reintegrate into society by teaching them essential life skills.

"I haven't had a basket in my hand for years so when I come in here it brings back a bit of what life is like on the outside," says Chris, who has three years left of his 13-year sentence.

Sean Oliver, governor of HMP Oakwood, which is operated by private security firm G4S, explains that the initiative helps long-term prisoners learn practical skills.

"Some of our long-termers don't understand money," Oliver said. "We take it for granted but you lose it after several years inside. Here we try to create normality so they can feel and see what normality is like."

The marketplace also features a sweet shop, an electrical store, a coffee shop with prison-trained baristas, a fruit-and-veg stand and a store selling sports equipment and protein powder.

Inmates can earn up to £25 per week in Monopoly-style money through good behaviour, which they can spend on familiar branded products including Chicago Town pizzas, Ben & Jerry's ice cream and Heinz condiments.

Bradley, a prisoner who works as a manager at the store and has 16 years left of his 23-year sentence, helps fellow inmates navigate the shopping experience, telling The Times "Some people haven't been shopping for years so they don't know what to do at the checkout," he says. "We help them, show where to put their basket, how to pay and so on."

The scheme offers employment opportunities for prisoners nearing release through Iceland's Second Chance programme. About 350 ex-offenders are currently employed by Iceland Foods, with a further 300 awaiting release having already secured job offers.

Ellen Herickx, Iceland's employment lead manager, also speaking to The Times, said that ex-prisoners often become excellent employees. "A lot of prisoners, when they come into prison, think, 'Who's going to employ me? I'm in prison. That's it, that's the end of my life because nobody will take me on,'" she said.

"So when they get that opportunity, that second chance, they grasp it with both hands. They're less likely to reoffend, they're less likely to mess up because they've got structure, routine, stability."

The initiative has contributed to HMP Oakwood's improved reputation. Charlie Taylor, the chief inspector of prisons, last year rated it as the best prison in the country – a far cry from its early nickname "Jokewood" gained shortly after opening in 2012.

---